The first step is to make sure that all your marketing content uses your newly created unique message, as discussed in Chapter 1,"Your Android App Marketing Strategy: Grand Slam or Base Hits?" Marketing content means every written word and every graphic you use to convey the value of your app. This includes content for your product website, videos on YouTube, product descriptions, blog entries, and so on.
If, for example, you have decided to focus your message on the fact that your new game app offers the fastest action play around, then all your marketing materials will have the same messaging to emphasize fast action play of your new game app. You will want to make sure the following items are updated to carry your new app's message:
• Icon—Carefully evaluate your app's icon to ensure that the graphic describes your app and conveys the value of your app. This is tougher than it sounds and requires you to spend some serious time on the creation of this key graphic. If you are concerned that your logo may not convey what your app does, you may want to consider developing another graphic or adding text to the graphic that gives the app's name.
• Website—All content on your website should express, convey, and highlight your unique message (for example, fast action play), thus leaving no doubt in the minds of your customers as to the key values of your app. If you are selling a game app, then focus on the levels of play or other benefits of your game as you have identified from Chapter 3, "Identifying Your App's Unique Value."
• Android Market app page—All your content and graphics displayed on the Android Market will help direct readers to your app's key values and encourage them make a buying decision concerning your app. The first few sentences on your Android Market page that describe your app are crucial. Make sure you get right to the heart of what your app does and the value it provides in the first two sentences. If someone is interested in knowing more, he will click on the "More" link to open up the description for more details.
• Email templates—If you send out emails, make sure your template (the header, footer, text) are updated with your unique message (text, graphics, design, and so on).
• Signature—Be sure that your email signature (personal email, product website email) includes your app's name and website. Each time you send out an email, the recipient will see this small advertisement in the email.
• Other delivery methods—Videos, Twitter profiles, and such should all contribute to driving your app's marketing message, as discussed in more detail later in this chapter.
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